Things I've Learned from Lately #30

“Things I’ve Learned from Lately” is a regular compilation of articles that have made me a smarter social media marketer. Hopefully, they’ll help you, too.

The Super Bowl: Some Things Never Change – Adam Kmiec shared three takeaways on this year’s Super Bowl. He noted that marketers are still treating digital as an afterthought in their television advertising, brands aren’t changing their search strategies in real-time and consumers don’t really discuss the ads on social channels.

Key Takeaway: All marketing efforts need to be thought-out from every touch point. Every effort should feed and be fed by every other effort. It’s not enough to tack on digital to traditional and vise versa. Think all the way through how one effort can be used to amortize another effort as it is executed.

It’s About Results – Michael Paterson laments in Digiday over the shiny object syndrome that permeates the industry. Instead of focusing on the message, we focus on the platform in which that message is delivered. Being new and cutting-edge does not equal success.

Key Takeaway: Marketing dollars can be distracted by a lot different tactics, some good and most bad. Focus on results and the tactics that will deliver on those. Everything else is a distraction.

Are You Thinking Mobile? – Brian Solis addresses what most marketers know but few are acting on: mobile should be a big focus…now. Mobile requires a specific approach informed by other channels but not dictated by them.

Key Takeaway: Mobile should be moving off the to-do list onto the today list. It’s growing in importance as it permeates all other channels.

Planning Spontaneity Saya Weissman shares what went on behind the scenes of the real-time actions taken by Oreo and other brands during the Super Bowl. She shares the planning that went on to organize the teams, implement processes and avoid mistakes.

Key Takeaway: Businesses live based on process. Going real-time means taking the steps ahead of time to change organization dynamics. It’s difficult, but it’s the only way to succeed.

A Credibility Vacuum – eMarketer reports that ratings and reviews may be losing consumer trust as fraud reaches levels as high as 30%. Consumers are starting to put qualifiers before trusting reviews such as requiring multiple reviews, evaluating a review’s authenticity and considering the business being reviewed.

Key Takeaway: Reviews are critical for converting consumers, but a handful of marketers engaging in questionable practices are impacting the value of reviews to both consumers and good marketers. This means businesses will have to work even harder to encourage the quantity of quality reviews to make an impact.